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Consumer engagement in value co-creation within virtual video game communities

Author

Listed:
  • Afi Fouad El

    (Hassan first University of Settat, ENCG, LRMMC, Morocco)

  • Ouiddad Smail

    (Hassan first University of Settat, ENCG, LRMMC, Morocco)

Abstract

With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.

Suggested Citation

  • Afi Fouad El & Ouiddad Smail, 2021. "Consumer engagement in value co-creation within virtual video game communities," Management & Marketing, Sciendo, vol. 16(4), pages 370-386, December.
    • Handle: RePEc:vrs:manmar:v:16:y:2021:i:4:p:370-386:n:3
    DOI: 10.2478/mmcks-2021-0022
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    References listed on IDEAS

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    Cited by:

    1. Konrad Biercewicz & Malgorzata Wiscicka-Fernando, 2023. "Customers' Emotions and Openness to Product Co-Creation: An Empirical Analysis Based on EEG Data," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 49-69.

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